Jewellery retailer Michael Hill has released a shoppable video on its website in time for one of its biggest times of the year, Valentine’s Day. The video allows customers to buy products directly from within the video by selecting the product as it is shown on screen.

“The ability to reach new audiences and engage in new ways with customers is imperative to the success of any retailer,”says James Johnson, group digital manager of Michael Hill. “With our new shoppable video campaign, we now have the ability to tie video to key online retail metrics and understand the impact of video on conversion rates and other key indicators. And thanks to Brightcove Video Cloud, we are able to provide high quality video experiences to consumers across a range of devices and screens.”

The Michael Hill franchise, which operates hundreds of retail jewellery stores across Australia, New Zealand, Canada and the United States, partnered with ecommerce consultancy Amblique to create the campaign.

“Michael Hill is synonymous with quality, and the retailer has always been known for its innovative approach to marketing and e-commerce in Australia and New Zealand,” said Mark Blair, vice president, Australia and New Zealand at Brightcove. “We are thrilled to support the launch of the company’s new shoppable video experiences and partner with an organisation that truly understands the power of video to drive engagement, time on site, and sales.”

The video can be viewed here.